Ryanair seeks to revamp image to be more like Aldi

Ryanair said an image revamp aims to place the discount carrier alongside retailers Aldi, Ikea, and Hennes & Mauritz in appealing to customers who require a quality product alongside competitive prices.

Ryanair is positioning itself among “those types of brands which represent the European zeitgeist that savvy living is a good thing, and being smart with your money is quite good,” chief commercial officer Kenny Jacobs said.

Aldi’s reputation, he said, once purely for “cheap food,” is now for “lowest prices, good choice.”